Natural SearcheBay Content Summit10-12-11
2Outline SEO backgroundWhat is eBay doing for SEO Content & SEOQA and Tools 
BackgroundOrganic Traffic is Non-Paid or NOT Advertising Over 80% of users start a web session with a search engine Google serves 92% of searches, Yahoo 3%; Bing 1.5% (UK)Accounts for 1 million+ clicks per day UK, DE respectively (non keyword eBay)3≈25%≈75%
How do Search Engines Work?http://youtu.be/BNHR6IQJGZs
Importance of Ranking5Top Google Result - 36.4% of Clicks
Ranking FactorsStructure Structure LinksContent/StructureContent/Social Content/Social Structure Structure Content/StructureHow is eBay doing? Average6
7Outline SEO backgroundWhat is eBay doing?Content & SEOQA and Tools 
Clean up in Aisle SEO8Over 70 changes in 2011Major Global Milestones Include:No Subdomain URL’sImproved Page Title and Meta TitleSitemap Files and Submission
More To Do!9
10Outline SEO backgroundWhat is eBay doing?Content & SEOQA and Tools 
Let’s Make a ChangeFocus on the USER: Our Customers | eBay Buyers and SellersWhat are they looking for?Will our customers share this?Are we making this relatable? Title selection Focus on what a users would searchWe are only doing our customers and ourselves a favor!Connect our contentHelp Content | Marketing Content | Product PagesAre we connecting this page? 11
L10N SEO12Translation is not Optimization!Developing our glossary of your “key product terms” Are users searching these terms?PDA’s???Self Check – Do a search?
Content Marketing and CSPeople/Users are making choices about our content!User Benefits – Interaction Scalability – 100 million users Connecting our Content – LinksStay Consistent! – Our global Challenge13CONTENT IS PRESIDENTIALCONTENT IS KING!(Prime Ministerial) (Chancellor)
Everyone - Content Specialist Needs Improvement Update terminology periodically by adding terms that are in vogue or trendingReview how a users searches – Self Check Pay attention to specific user habitsRecommendationsAll content types matterStart acting like a userLook beyond the checklist Use data and test14
ExampleseBay App pages15
16Outline SEO backgroundWhat is eBay doing?Content & SEOQA and Tools 
Google Insights for Search17
Google Global Market Finder18http://translate.google.com/globalmarketfinder/index.html
International Google Keyword Toolhttps://adwords.google.com/o/Targeting/Explorer19
Tools20Data SuggestionsHitwise CompeteSearch on competitor sitesFree Keyword ToolsGoogle Keyword Tools (International)Wordtracker Free Keyword toolOtherMajestic SEOOpen Site ExplorerScrapeboxRaven SEO tools
SEO Challenge How do we scale this effort in your team?OurIdeas:100 Top Keyword ListsQuarterly SEO updateSEO cheat sheet

eBay Content Summit - SEO

  • 1.
  • 2.
    2Outline SEO backgroundWhatis eBay doing for SEO Content & SEOQA and Tools 
  • 3.
    BackgroundOrganic Traffic isNon-Paid or NOT Advertising Over 80% of users start a web session with a search engine Google serves 92% of searches, Yahoo 3%; Bing 1.5% (UK)Accounts for 1 million+ clicks per day UK, DE respectively (non keyword eBay)3≈25%≈75%
  • 4.
    How do SearchEngines Work?http://youtu.be/BNHR6IQJGZs
  • 5.
    Importance of Ranking5TopGoogle Result - 36.4% of Clicks
  • 6.
    Ranking FactorsStructure StructureLinksContent/StructureContent/Social Content/Social Structure Structure Content/StructureHow is eBay doing? Average6
  • 7.
    7Outline SEO backgroundWhatis eBay doing?Content & SEOQA and Tools 
  • 8.
    Clean up inAisle SEO8Over 70 changes in 2011Major Global Milestones Include:No Subdomain URL’sImproved Page Title and Meta TitleSitemap Files and Submission
  • 9.
  • 10.
    10Outline SEO backgroundWhatis eBay doing?Content & SEOQA and Tools 
  • 11.
    Let’s Make aChangeFocus on the USER: Our Customers | eBay Buyers and SellersWhat are they looking for?Will our customers share this?Are we making this relatable? Title selection Focus on what a users would searchWe are only doing our customers and ourselves a favor!Connect our contentHelp Content | Marketing Content | Product PagesAre we connecting this page? 11
  • 12.
    L10N SEO12Translation isnot Optimization!Developing our glossary of your “key product terms” Are users searching these terms?PDA’s???Self Check – Do a search?
  • 13.
    Content Marketing andCSPeople/Users are making choices about our content!User Benefits – Interaction Scalability – 100 million users Connecting our Content – LinksStay Consistent! – Our global Challenge13CONTENT IS PRESIDENTIALCONTENT IS KING!(Prime Ministerial) (Chancellor)
  • 14.
    Everyone - ContentSpecialist Needs Improvement Update terminology periodically by adding terms that are in vogue or trendingReview how a users searches – Self Check Pay attention to specific user habitsRecommendationsAll content types matterStart acting like a userLook beyond the checklist Use data and test14
  • 15.
  • 16.
    16Outline SEO backgroundWhatis eBay doing?Content & SEOQA and Tools 
  • 17.
  • 18.
    Google Global MarketFinder18http://translate.google.com/globalmarketfinder/index.html
  • 19.
    International Google KeywordToolhttps://adwords.google.com/o/Targeting/Explorer19
  • 20.
    Tools20Data SuggestionsHitwise CompeteSearchon competitor sitesFree Keyword ToolsGoogle Keyword Tools (International)Wordtracker Free Keyword toolOtherMajestic SEOOpen Site ExplorerScrapeboxRaven SEO tools
  • 21.
    SEO Challenge Howdo we scale this effort in your team?OurIdeas:100 Top Keyword ListsQuarterly SEO updateSEO cheat sheet

Editor's Notes

  • #6 What ebay is good at and where we can do better
  • #7 Page level link metrics: These features describe link metrics to the individual ranking pageDomain level link authority: These features describe link metrics about the root domain hosting the pagePage Level keyword usage: These features describe use of the keyword term/phrase in particular parts of the HTML code on the page (title element, H1s, alt attributes, etc).Domain level keyword usage: These features cover how keywords are used in the root or subdomain name, and how impactful that might be on search engine rankings.Page Level Social Metrics: These features relate to third-party metrics from social media sources (Facebook, Twitter, etc.) for the ranking page.Domain level brand metrics: These features describe elements of the root domain that indicate qualities of branding + brand metrics.Page Level Keyword agnostic features: These elements describe non-keyword-usage, non-link metrics features of individual pages (such as length of the page, load speed, etc).Page Level Traffic: These elements describe user + usage data about the ranking page (based on the assumption that Google + Bing, through their toolbars, browsers and mobile devices, have access to a large Domain level keyword agnostic features: These features relate to the entire root domain, but don't directly describe link or keyword-based elements. Instead, they relate to things like the length of the domain name in characters, the quantity of error pages on the site, the relative uniqueness of content on the site, etc.